Specialist in digital and retention marketing
A strong paid search presence ensures there are limited gaps in search exposure, and this can be toggled up or down depending upon fluidity of growth. Common pitfalls must be avoided to ensure that pay per click money is not wasted. Coordination and cooperation with SEO and other segments is imperative to drive the most revenue at the lowest possible cost.
Paid Social / Content
This is a tougher channel to manage than paid search from a ROI persective. The traffic can be immense but converting social and content traffic can also be elusive. Relying on algorithms with little human oversight is ill advised. Opimizing landing pages for targeted traffic is recommended yet tricky for retailers in particular. Latency in reporting can be problematic.
Whether to sell on marketplaces or not is a common conundrum, less so these days. Evaluating each marketplace individually, understanding the benefits and drawbacks is necessary. The costs associated with each marketplace all vary as well as the ability to "keep the customer", ie email addresses for future digital marketing campaigns. Fixed revenue share model is a big positive.
Search Engine Optimization
As search engines continue to push paid listings to the top, Search Engine Optimization (SEO) is not as potent as it used to be. However, free very, qualified clicks are important to lower overall marketing costs. Battling for top keywords is necessary along with a very strong long tail game. Dupicate content must be avoided with multi-site strategy.
Email marketing is one of the most critical segments of digital marketing. Companies typically make poor decisions staffing this position, as well as incentivizing this position. Great companies have great email marketing strategies. It's not always about the sale, it's about the relationship with the customer that is top priority.
Coordinating social marketing with other segments of the business is important. This can be a two-thronged approach for (1) marketing and (2) customer service in the retail segment in particular. Clear objectives and guidelines need to be established to ensure brand consistency. Facebook and Instagram strategy may be different from Twitter.